Yes, Google Business Profile is free: Google lets you add, claim and manage a profile at no charge. The real cost is time: roughly 15 to 20 hours for a serious setup, then 1 to 2 hours a week for reviews, replies and photos (our estimate). Here is what’s free, what costs, the three options for a Swiss SME and the scams to recognise.
What’s free
- Creating or claiming the profile.
- Verifying it (video, code, postcard).
- Editing all information: categories, hours, description, services.
- Posting photos and updates.
- Receiving and replying to reviews.
- Viewing performance stats: searches, views, calls, directions.
- Adding managers.
What costs: time
| Task | Setup | Ongoing |
|---|---|---|
| Categories, description, services, attributes | 3 to 4 h | A few minutes a month |
| Photos (selecting, shooting, uploading) | 2 to 3 h | 15 min a week |
| Setting up review requests (link, QR code, messages) | 2 h | 20 to 30 min a week |
| Replying to reviews | 1 to 2 h (backlog) | 15 to 20 min a week |
| Directories: local.ch, search.ch, Apple Maps, Bing | 3 to 5 h | At every change |
| Competitor analysis | 2 h | Once a quarter |
The three options and what they cost
| Option | Cost | Who does the work |
|---|---|---|
| Do it yourself | CHF 0, your time | You |
| A management tool | Monthly subscription (from about USD 30–40 a month for well-known tools) | You, with tools |
| A provider | Flat fee or subscription | The provider |
The public prices of the main solutions, checked on their websites, are in our comparison.
Scams to recognise
Some companies call SMEs claiming to be “Google” or an “official partner” to charge for a profile, its “activation”, “verification” or a “guaranteed first place”. Google doesn’t charge for the profile and doesn’t guarantee any position.
- A call claiming your profile will be deleted unless you pay.
- An invoice for a “Google listing” or “Google Maps registration”.
- A promise of a guaranteed first place.
- A request for your Google login details.
Never hand over your Google login: a serious provider asks to be added as a manager (see Google Business Profile login).
Google Ads is not the profile
Google Ads, the advertising service, is paid: you pay for ads labelled “Sponsored”. It’s a separate product that doesn’t improve your profile’s organic ranking on Google Maps.
How to tell if it’s worth it
Compare the time invested with what one extra customer a month brings in. For a tradesperson, a single job won through the profile often more than covers the hours spent. The most useful first step is measuring where you stand: the free check shows your position and the gap with competitors in one minute.
The cost of a neglected profile
A free but neglected profile has a hidden cost: customers who call the better-rated competitor, who find the door shut because of wrong hours, who dial an old number. It appears on no invoice, but it shows in the profile’s stats (calls, directions) compared with a well-kept profile.
A simple calculation for your business
- What is a new customer worth on average (first job, or revenue over a year)?
- How many extra customers a month would justify the time or budget invested?
- How many calls does the profile generate today (Performance section)?
Illustrative example: if a new customer is worth CHF 400 of work, two more customers a month means CHF 800 a month. That’s the amount to compare with the time spent or a provider’s price.
Frequently asked questions
Can Google charge me for my profile?
No. The profile is free. Be wary of calls claiming to be from Google that ask for payment for the profile.
Is there a paid version of Google Business Profile?
No. All profile features are free. Google Ads is a separate advertising service.
How much does an agency charge to manage a profile?
It depends on the service: from a one-off flat fee for a clean-up to a monthly subscription for ongoing management. Compare what’s included and make sure you stay the owner of the profile.
How much time does it take each week?
Allow 1 to 2 hours a week for reviews, replies and photos once the profile is properly set up (our estimate).
Does the profile stay free with lots of reviews or locations?
Yes. There’s no paid limit on reviews, photos or locations.